The Challenge

A coaching program wanted to re-engage a segment of their audience who had shown interest in lower-ticket offers but hadn’t yet invested in their training. The client wanted to turn this audience into paying students with an offer they couldn’t resist.

The Solution

A targeted outreach campaign centered on giving first. Delivering value up front, building trust, and then presenting the larger training opportunity. 

My Role

I wrote a sequence of 5 emails, as well as:

• The sales page users clicked to from the emails

• Thank you and confirmation pages and emails

• Reminder text messages (which we didn’t end up using because of the incredible results!)

The Results 

1) Oversubscribed Launch

✅ Within days of the first email, applications flooded in — more than triple what was expected.

✅ Up to 6% click through rate (over 3 times the industry average)

✅ The campaign had to close early because their sales team couldn’t handle the volume of calls.

✅ I also wrote the email apologizing that it was closing early in a sensitive way so as to not lose trust!

✅ Over $380,000 generated from the campaign.

2) Second Round of Re-Engagement

✅ A few months later, we re-opened the campaign to allow people to take advantage of the offer. This helped keep the brand credible after closing the offer before the initially communicated deadline.

✅ I wrote a 6 email sequence, which nearly doubled the revenue from the initial launch.

The Impact

✅ $750,000+ in revenue generated from 8 emails and 1 sales page.

✅ A repeatable campaign framework the school applied to future launches.

✅ Happy clients with access to a premium coaching program that changes lives.

Takeaways

This campaign shows the power of pairing strategic copywriting with thoughtful sequencing: give value first, build urgency, and don’t be afraid to re-engage audiences who didn’t have the opportunity to say “yes” the first time.

Does This Copywriting Case Study Get You Thinking Happy Thoughts?

Let’s discuss if we can make some magic happen for you!

The Challenge

An engineering health and safety firm wanted more clients…but not too many!

Their goal was a steady stream of qualified leads to keep their pipeline full. 

Translation if you’re not in the marketing world: consistent clients, baby! 

My Role

After discussing strategy, I worked on the following for their firm:
• Researched SEO opportunities
• Created webpages and blogs with important keywords
• Optimized key webpages, including making the free consultation offer more prominent
• Writing a welcome email sequence for new sign-ups

The Results

• A 300% increase in leads through the website contact form within a few months.

• Nearly all of the leads resulted in paid projects for the firm.

Ongoing Support

After the leap in leads, I stayed on for a while to help with:
• Enhancing location-based pages for stronger local SEO
• Rewriting their lead magnet to add more client value
• Writing quarterly newsletters
• Reviewing blog and social media copy for better alignment with their audience
• Providing ongoing marketing strategy support

The Impact

We’ve built a better system for attracting the right clients…and now their client project plate is completely full! 

Plus, clients are getting thoughtful and helpful health and safety support. We all win when our workplaces are safer.

Takeaways

The site had some SEO in place, but it wasn’t very strategic and felt a bit like an AI bot wrote it. A bit of humanizing it went a long way.

Their excellent free consultation offer was also buried, making it more prominent and including it higher up on the page and in newsletters made a big difference.